However, the big highlight of the commercial was definitely the appearance of Words With Friends game creators Paul and David Bettner. A flight attendant hushes the two men during their introduction — poking fun at 30 Rock actor Alec Baldwin, who was removed from a plane months ago after refusing to turn off his phone while playing a rousing game of Words With Friends.

Best Buy said it decided to swap out its regular celebrity endorsement for this year’s commercial after noticing the outpouring admiration from people after Apple co-founder Steve Jobs’ death in October. Best Buy Marketing chief Drew Panayiotou previously told Reuters that “Silicon Valley inventors are today’s stars.”

We’ve taken the liberty of embedding both the 30-second Best Buy Super Bowl commercial (as well as the extended cut) below.